Claims data is the foundation of any credible healthcare audience. The problem is what most syndicated segments do with them.
Most look-alike audiences take a narrow claims seed and extrapolate outward through modeling, filling gaps with statistical proxies rather than verified patient behavior. You know someone has a condition. You do not know what stage they are in, whether their labs suggest they are ready to act, or whether the person your ad reaches online is actually the diagnosed patient in the claims file. In our recent webinar we covered how that gap between reach and relevance is what agencies are pushing data partners to close.
Our expert speaker Joshua Madison, Head of Biddable Media at Real Chemistry Media, laid out four criteria agencies actually weigh when picking an audience partner.
Breadth of data: Coverage across the full claims universe, not a slice of it. Gaps in the source data become gaps in every audience built on top.
Strength of signal: The ability to go past diagnosis into stages of the patient journey, lab markers and other indicators of intent. As Madison put it:
How can we get a little bit deeper than someone's been diagnosed within a specific condition? How can we get to specific stages within the patient journey? What signals, like lab tests, can we use to really identify moments of intent, and make sure that we're not only reaching the right person, but we're getting deeper and we're reaching the right person in the right time and the right place?"
- Joshua Madison, Real Chemistry Media
A patient diagnosed three years ago and one diagnosed last week look identical in most segments. They should not.
Scale: Even niche audiences need enough addressable reach to run efficiently, particularly in rare disease where every qualified impression counts.
Addressability: Comprehensive offline data only matters if it ties cleanly to online identity across activation platforms. Otherwise it stays in a data warehouse.
No two campaigns are the same, so HealthVerity Audiences are built on a two-pronged engine powered by the most comprehensive healthcare data in the country. Better data in, better audiences out.
Deterministic audiences: the clinical truth. Built on confirmed clinical evidence like diagnoses, procedures and prescriptions, resolved to anonymous patient IDs. Best for specialty pharmacy and campaigns where accuracy is non-negotiable, including rare disease.
Probabilistic audiences: the power of scale. Using industry-leading machine learning and propensity scoring, HealthVerity models likelihood to find the patients and caregivers your brand needs, even where the signal is faint. Best for broad commercial launches, competitive shifts and situations where you need to move the needle at scale.
With over 300 million de-identified patients and 200 billion healthcare transactions behind every segment, both approaches are omnichannel-ready from day one through LiveRamp and leading DSPs. No black boxes. No lengthy build cycles.
Signal strength is no longer a nice-to-have. It is the difference between a media plan that performs and one that has to explain itself to stakeholders after the campaign ends.
Explore HealthVerity Audiences or watch the webinar replay on-demand to learn how to built your next campaign effectively.